Impression Ventures Case Study

Impression Ventures invests in startups revolutionizing financial technology, from banking, insurance, and wealth management.

This brand represents the foundation of cutting edge innovation in a rapidly growing sector. For this identity, the intention was to create a brand that feels innovative and egolessly bold, prioritizing their strong results to investors and preeminence for founders.

I edited Impression’s classic mark - a spark, an homage to their name, but now with sharper, stronger edges to exhibit authority.

View the rebuilt site

Immediate CTA for CEOs in a rush. A one liner that describes the kind of companies Impression invests in - no need for searching through the endless text below. North America graphic with the translucent outline fills in negative space in a way that maintains minimalism.

Impression Ventures homepage hero: 'Backing bold ideas that revolutionize financial services' on a blue background, with Portfolio and Investor Login buttons and a 'Send us your pitch' ringCurrent hero: original headline, larger Pitch Us button, North America outline and vertical portfolio carousel

Vertical carousel showcases brands that do not disrupt the site’s colour palette.

Impression Ventures portfolio carousel: cards for Fraction, Goose, HONK and Juno under a white overlay, each with a year pill and a stage pill
Close-up of the redesigned vertical portfolio logo carousel
  • 01/02 is unnecessarily text heavy and subtext drifts the viewer away from the paragraphs (critical text).
  • Boxes 03/04 do not answer the "where we invest" question.
  • Removed the subheading & subtext, 03/04 boxes, and summarized the “fintech specialists” and “seed stage experts” sections to the most critical, important information.
  • If CEOs want a more in depth description of Impression’s investments, they will find the dedicated page.
Where We Invest section: an all-caps heading beside a sentence-case headline, and four pastel cards — Fintech Specialists, Seed Stage Experts, Lead Investments, Guide and Engage — with long body copy and an 84% stat inside card 02Current Where we invest section showing fintech focus and Seed-stage investment criteria

Summarized/added on-theme graphics I made with Astra that provide the same value as the long paragraphs

Original Lead Investments and Guide and Engage cards describing lead investments and founder supportFour portrait cards with wireframe graphics for lead investments, introductions, operational support and guidance

Removed the text-heavy heading and replaced it with a minimal testimonial. Don’t explain what the section is when it’s obvious.

Hear It From Others section: a two-part heading and a carousel with one founder headshot and quote signed 'Dan, CEO', with left and right arrow buttonsAuthentic founder photo beside the original Owl.co quote, with name, role and manual carousel controls

I replaced the team headshots. Hovering to reveal text adds no value, and headshots take up unnecessary space. Show how great the team is on dedicated “Our Team” and “Our Advisors” pages.

Who We Are section: a split heading 'Meet Our Team: Driving Venture Capital Success' and five tall black-and-white headshots with no namesOur Advisors section: five black-and-white headshots in a three-plus-two grid, with no names or titles

Media section is outdated & the text/image overlap is unpleasant to look at. Simplified the section on theme.

Find Impression in the media: a tinted team photo with blue heading text over it, beside a list of four press headlines dated 2022 to 2023Current media section with dated original article links for Goose Insurance, Afficiency and Safekeep

The footer is unnecessarily loud. Final CTA should be simple & easy to look at.

Closing section: large 'Got what it takes to be bold?' headline with a coral Pitch Us button, then a footer with links and a filled Investor Login buttonCurrent minimal footer with Pitch Us, contact email, investor access and navigation